Whataburger has named Rachel Lorraine as Vice President, Enterprise Insights & Analytics, adding a seasoned analytics and strategy leader to support the brand’s continued growth.

Rachel brings more than 20 years of experience leading analytics, strategy and insights across the restaurant and consumer industries. She joins Whataburger from Yum! Brands, where she was serving as Senior Director, Global Analytics Center of Excellence, leading enterprise analytics across customer, marketing, digital, pricing and operations.

Her previous leadership roles at Yum! Brands and Pizza Hut span pricing, corporate strategy, business intelligence and consumer insights. Prior to that, she managed analytics, forecasting and insights at the Wm. Wrigley Jr. Company and began her career in client service at Nielsen, a global leader in media measurement, analytics and insights.

At Whataburger, Rachel will help turn data into actionable insights, better understand guest behavior, identify emerging trends and support more strategic decision-making across the business.

"I am excited by Rachel’s proven track record of building and scaling global analytics and insights organizations and the value she will bring as we continue to grow the Whataburger brand,” said Janelle Sykes, Chief Financial Officer. “Analytics is about more than reporting what happened — it’s about recognizing patterns, understanding the signals our customers and our restaurants are sending us, and translating those insights into smarter decisions about where we go next.”

Rachel began her role March 30.